“Xbox Launches XP Division to Expand Movies, TV, Merchandise, and Experiences” — what this page in the network covers. Microsoft's Xbox has unveiled a new division called XP, dedicated to expanding the brand beyond video games into movies, TV, merchandise, live events, and partnerships. The division is led by Kayleen Walters, a Lucasfilm veteran and former president of Mojang, where she oversaw Minecraft's growth to over 425 million units sold and the record-breaking opening of A Minecraft Movie.
Xbox chief strategy officer Matthew Ball announced the move, stating the company aims to become the 'number one entertainment company in the world.' XP will focus on four areas: Xbox Pictures for film and TV, Xbox Products for merchandise, Xbox Places for live events and attractions, and Xbox Partnerships for brand collaborations. This isn't Xbox's first multimedia attempt—its 2012 Xbox Entertainment Studios was shut down after two years—but the gaming giant has recently leaned into transmedia, including the Halo TV series and an IKEA collaboration. The full version stays on the original page, which this listing opens directly.